In this STC/Adobe booth interview, thought leader Neil Perlin discusses how techcomm Help authors went through a major sea change at WinWriter years ago when Microsoft announced that their Help would be based on HTML, vs. familiar *.chm files. Before that event, the world of techcomm and Help were separate silos. According to Perlin, many of us are still feeling our way around in mobile, as best methods are being defined. Many people are still trying to determine if they are to create eBooks, Apps, mobile Help. Look for several years of disruption as we experienced a dozen years ago when Help shifted to HTML.

Industry analysts forecast that Western European brands will spend over $4.4 billion on mobile advertising by 2016. Yet this spend level represents only a minor share of the total digital ad spend. Given consumers' adoption and use of smartphones and tablets, the imbalance between media time spent and advertising is clearly an industry problem. However, some marketers are moving forward with mobile-specific campaigns and seeing success with mobile ads in driving customer acquisition.
Presenters:
Dailymotion: Damien du Chéné, VP Strategy & Marketing. Zalando: Sebastian Grebasch, Head of SEA/Mobile Marketing

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